We always start our work at the end, seeking to understand who will be the user of the product: What are their needs, both spoken and unspoken? What do they want, and what do they expect from this product? We seek to get inside their head and really see the world through their eyes, so we can design the product that will serve them the best.

Then we focus back on the present, getting to know our client and the goals they have for their business: How can we make the product that will best strengthen their brand in the marketplace? How can we design the product that will best differentiate them on the retail shelf, and build consumer loyalty so they can meet their long term financial goals?

Finally, we look at the manufacturing process and seek to understand the constraints and opportunities: How can we design out cost? How can we innovate on the production side, to introduce breakthrough design while meeting budget and time constraints?

All this is people driven, and once we understand the people involved in the process, then we can move into the next phase: Creating the best design for all the stakeholders involved.